Tod's

Jan 2025

For the Lunar New Year 2025 ad campaign, Tod’s embraces a sharp, deliberate aesthetic that bridges the gap between heritage craftsmanship and contemporary fashion. Under the vision of creative director Matteo Tamburini, the brand leans into a bold, graphic language, utilizing a vibrant red backdrop to anchor the collection's festive themes. The imagery features model Zhang Jinyi, who captures a poised, modern elegance that sits in conversation with the house’s refined leather goods. Across the campaign, the execution relies on high-key studio strobe lighting to emphasize the material richness of the brand, from the structured leather handbags featuring the iconic T-logo clasp to the tactile mix of suede and smooth calfskin on their signature footwear. By blending editorial portraiture with pristine commercial packshots, the campaign effectively highlights the textures of the apparel and the precision of the hardware. The result is a sophisticated narrative that moves beyond traditional seasonal tropes, favoring a clean, minimalist approach that keeps the focus squarely on the quality of construction. This project serves as a compelling study in commercial art, where the meticulous attention to light and composition elevates standard luxury accessories into an evocative, seasonal story that feels both timely and timeless.

Commercial

Studio strobe